Nothing announces sub-brand CMF by Nothing for cheaper products

Nothing CEO Carl Pei announces daughter brand CMF by Nothing. According to Pei, this brand will focus more on hardware with a lower price than regular Nothing products. CMF by Nothing should release the first products later this year, namely a smartwatch and earphones.

In a announcement video says Pei that the two brands have the same foundations, namely consumer tech with a focus on design. But where Nothing will release hardware with ‘innovative designs’ and equipped with the latest premium components, the CMF by Nothing branch should focus more on cheaper products with simpler designs. A separate team within the British company will work on the CMF line.

Pei also announced that the company is working on a smartwatch and in-ear earplugs, which should be launched later this year. He has not yet announced any further details or possible release dates. It is also not yet clear whether CMF by Nothing will also release its products in the Benelux. The company previously released Nothing smartphones and earbuds in the Benelux.